Root Medicine
A confident, future-ready brand system for functional medicine.
Visual Identity, Genreative Imagery, Website Design
Project Lead: Herman Sheer Strategy & Copywriting: Taylor Haynes
As the functional medicine partner helping teams get and stay well, we developed a new identity for Root’s that reflects its outcomes-driven, tech-forward approach while preserving the warmth and empathy that define its care. The rebrand reinforces Root’s dual voice — proactive and scalable when speaking to businesses, and human and approachable when engaging with members. It also underscores Root’s educational mission: to show how treating the root cause of chronic conditions can transform both individual lives and organizational wellbeing.
We refined Root’s logo to reflect the brand’s evolution from a consumer-wellness to one of clinical confidence with warmth. The new version introduces stronger structure and improved geometric consistency, balancing more architectural letterforms with subtle rounded details to preserve approachability. Maintaining a lower-case sensibility, the updated wordmark feels modern, confident, and credible — designed to resonate with business leaders while still feeling human and accessible to members.
The new color palette matures beyond consumer wellness pastels, while anchored in Root’s hero green and supported by foundational neutrals and deeper accent tones that add authority and contrast. Glass textures, and translucent UI elements introduce a sense of clarity and depth, feels scientific and tech-forward, while speaking to Root's transparent approach.
